PUBLIC RELATIONS 



The challenge of Centennial Directions to the Museum's 

 public relations and marketing staff — "to attract more visi- 

 tors. . .and to broaden their use of the Museum's re- 

 sources" — was met with coordinated publicity, promo- 

 tion, and advertising campaigns that increased Museum 

 attendance from 1 , 1 65,027 in 1 986 to 1 ,332,707 in 1 988, a 

 year that included the highest single day's attendance 

 (15,845 on December 29) since the 1933 World's Fair 

 (65,966 on August 24). 



A major effort to promote Inside Ancient Egypt re- 

 sulted in extensive media coverage throughout the United 

 States and in at least 79 foreign countries. KLM Airlines, 

 Pizza Hut, the Illinois Office of Tourism, major Chicago 

 retailers, banks, and hotels joined with the Museum to pro- 

 mote major exhibits and programs. The department par- 

 ticipated in 18 major city and community festivals, dis- 

 tributing 570,000 Field Museum brochures. The annual 

 "Spend a Day with Us" campaign successfully promoted 

 the Field Museum, Shedd Aquarium, and Adier Planetar- 

 ium as a travel destination for suburban and midwest 

 visitors. 



A spring 1 988 radio advertising campaign promoting 

 the new Sizes exhibit was capped with an on-site appear- 

 ance by Dave Corzine, the tallest member of the Chicago 

 Bulls basketball team. Attendance increased dramatically 

 during and immediately after this campaign. 



The Five- Year Plan 



Working with a team of senior advisors from the Leo Bur- 

 nett U.S.A. advertising agency, the department has de- 

 veloped a comprehensive five-year marketing plan de- 

 signed to build annual attendance to 2.1 million by 1993 

 and to generate substantial new revenues for the Mu- 

 seum. Year One of the plan is 1989; the theme is "Field 

 Museum — the Smart Way to Have Fun." 



"Mothers and Daughiters," a collection of photographs on view 

 January through March 1988, was among 1 7 traveling exhibits 

 during the biennium. 



Field Museum 



The Smart W\yTo Have Fun. 



17 



